Xiaomi debuts new sub-brand POCOPHONE in Malaysia to deliver performance that matters

POCOPHONE, a new sub-brand from global technology leader Xiaomi, made its debut today with a mission to deliver performance that truly matters. Created by a highly-experienced team within Xiaomi, POCOPHONE seeks to redefine the smartphone experience by offering the ultimate performance with no frills.

The brand’s mission is encapsulated in its very first smartphone unveiled today, POCOPHONE F1, which offers an unbelievably fluid and powerful experience like no other. It features the flagship Qualcomm® Snapdragon™ 845 platform, the industry-leading LiquidCool Technology cooling system, up to 6GB RAM and 128GB UFS 2.1 storage and a long-lasting 4000mAh battery.

Alvin Tse, Head of POCO Global, said: “POCO stands for ‘a little’—we believe in starting small but dreaming big. As a small outfit within Xiaomi, POCO has the freedom to start from scratch, zeroing in on the product choices and technologies that matter. This is why we have created a smartphone that delivers unbelievable performance, focusing on the core innovations that truly matter, which we believe will resonate with tech enthusiasts.

The new powerhouse will be available at an irresistible price tag, echoing Xiaomi’s mission to make amazing products available to everyone at honest pricing. It will be available in Malaysia on 30th August starting at RM 1,237.

POCOPHONE F1, Master of Speed

POCOPHONE F1 is a dream come true for power users, who can enjoy gaming at high frame rates and use intensive applications without worrying about slowdowns resulting from overheating. This is thanks to the powerful Qualcomm® Snapdragon™ 845 SoC paired with the highly efficient LiquidCool Technology cooling system, enabling it to deliver sustained peak performance for extended periods. Internal testing shows that this system is 300% more
effective than conventional, non-liquid cooling solutions as it allows heat from the CPU to dissipate quickly.

On the front, POCOPHONE F1 deploys a 20MP sensor featuring Super Pixel technology that combines the information of four pixels into one large 1.8μm pixel for clearer images with less noise. Both the rear and front cameras are supported by AI features for photos, such as AI Portrait, AI Beautify, and AI Scene Detection.

POCOPHONE F1 also comes with an infrared illuminator and infrared camera on the front, allowing the AI face unlock feature to securely unlock the device both in pitch-dark conditions as well as in bright daylight.

MIUI for POCOPHONE

To fully unleash the performance beast, MIUI has been deeply customized on POCOPHONE F1 for a lighter, faster, and smoother experience.

Introducing a system optimization feature called “turbocharged engine”, POCOPHONE F1 delivers faster app startups, faster gaming performance, as well as a faster swiping experience due to enhancements in the screen response and animation frame rate.

With a new POCOPHONE Launcher, POCOPHONE F1 comes with an app drawer that can automatically categorize apps, helping users finds apps easily. Based on Android 8.1 Oreo, MIUI for POCOPHONE also prioritizes security with regular patches and updates from Google. It will receive the Android P update in the near future.

Starting from 30 August 2018, POCOPHONE F1 will be available in two versions at the following pricing: 6GB+64GB for RM 1,237*, available exclusively on Lazada; and 6GB+128GB for RM 1,428**, available at Authorised Mi Stores and Lazada. Both versions will come in two colours, Graphite Black and Steel Blue.

*Due to SST implementation, from 10 September onwards, 6GB+64GB version will be priced at RM 1,299.**Due to SST implementation, from 10 September onwards, 6GB+128GB version will be priced at RM 1,499.

To celebrate the release of POCOPHONE F1 in Malaysia, Xiaomi Malaysia will hold a special promotion at the new Mid Valley Authorised Mi Store on 30 August 2018. The first 200 customers to purchase POCOPHONE F1 will receive a free Mi Sports Bluetooth Earphones (RRP: RM 93) and a game holder.